By Wind was one of the Nordics’ leading quality printing companies before being acquired by Åtta45, known for their quality oriented process and commitment to sustainable practices. Their operations are built around the use of renewable and recyclable resources, allowing them to minimise environmental impact while delivering high-quality printing services. By collaborating closely with clients and suppliers who share their values, By Wind contributes to sustainable growth across several industries. In 1994, By Wind invested in wind power, and in 2018, they became the first printer in Sweden to use origin-labeled electricity generated by their own wind turbines.
Following the design and development of By Wind’s website, Lundgren+Lindqvist designed a notebook as a gift for their clients. The brief was to create an understated object that would reflect the company’s practice and showcase a high level of quality and craft. The design concept emerged from the movement of clouds, representing the wind that powers By Wind’s turbines.
On September 9, 2023, between 08:00 and 09:00, Lundgren+Lindqvist photographed the sky above Gothenburg at one-minute intervals. As a universal site, the sky carries an objective significance—it appears the same everywhere, transcending borders and places. The resulting 60 images form the central motif of the notebook.
The front and back covers feature part of the cloud sequence. Over it, a poem by the renowned Swedish poet Karin Boye—evoking ‘clouds in flight’—was blind-debossed, connecting the literary and visual layers of the project.
Functioning as a technical register, the spine includes information about By Wind’s turbines, carbon footprint, and the wind data recorded during the hour of observation.
Inside, the rhythm of blank pages is interrupted by the cloud images and their corresponding time notations. Some are paired with a poetic sentence about historical and everyday events measured in time — from the 4,000 wingbeats of a hummingbird in one minute to Alexei Leonov’s 12-minute spacewalk, among other temporal fragments. These micro-narratives reinforce the passage of time that shaped the notebook’s concept.
Images and text were printed in a subtle light brown Pantone that harmonises with the yellow paper, without interfering with future notes and drawings added to the notebook.
The final pages present an index of different cloud types and their characteristics, where the documented formations are marked with a small foil-debossed circle.
The notebook is housed in a rigid Eska board box, foil-debossed with its title on the lid and information about By Wind on the reverse.
Through multiple techniques, the design unites poetic and technical dimensions, translating the invisible power of wind into a tangible form—produced by wind power itself.
